The face of real estate marketing has been getting a facelift over the past few years. Last year, I was writing about the Zillow Estimates craze that polarized our industry. This year, I’m writing about the impact of marketing on how it’s going to change the way that people find and hire agents.
I’ve been doing self-marketing for a long time. I pushed myself into the arena and was at the forefront of real estate’s TV frenzy.
However, there’s more to the story of real estate marketing than just television shows.
A lot more.
Facilitate Audience Connections
I talk more about audience connections in other blog posts, and how to actually build up your audience just like I did.
However, in 2018 the point I’m trying to make in this post is that forming a relationship with your audience is going to be the next best thing to actually signing a contract.
It’s the ticket to financial freedom and the secret ingredient that makes people want to work with you.
Without a connection to a potential market, you aren’t going to stand a chance.
Because most agents will be starting or growing their podcasts, video channels, and other social media presences–if you don’t get on board, you may get left behind.
Okay, I hope I don’t offend you, because to some agents VR is literally a dirty word. However, it’s coming and it could change everything. Imagine not having to ever show a house…ever again.
That’s coming up this year, and it could be a pretty big game-changer. Having the ability to tour several homes all while seated in your current home could take away the drain of having to visit multiple locales, and cramming an entire city’s worth of property showcases into a weekend.
On the plus side, this means you can also do showings in your pajamas, although I wouldn’t necessarily recommend it.
Content is Still King
Again, this goes without saying but content is going to become even more prevalent as more agents push to become the go-to-expert in their local markets.
Will it be you?
Will it be your competitor?
Content will be the decisive factor.
If you can’t write, hire someone.
If you can’t afford to hire someone, create a podcast show or Youtube channel instead, where writing isn’t the focus. Anything that will get your name into the smartphones of your local clients.
Without content you will stick out, and not for positive reasons.
Instead of wasting time on going to networking events at the same Rotary Club meetings–get your online media presence built up, because it will pay larger dividends.
Better Videos Means Better Clients
Don’t just snap a few quick picks with your iphone this year.
This is the year that you hire a great videographer to really showcase your homes.
What’s that you say?
No other agents in your area do that.
Do it anyway.
You’ll be the most memorable, and all the other agents will quickly start copying you.
Drones Are Going Up
The best way to get exposure is to do something different. While drones aren’t exactly earth shatteringly new, they are pretty cool. Remember, connecting to the audience is key and they are still going to be fascinated by your ability to capture the true essence of a home with drone videos and photos.
Personal Marketing Just Got More Personal
I’ve been telling people for years that they needed to showcase their passions in their real estate business, and 2018 has finally caught up.
Not only do you need to share your story in your social media, but you need to be able to showcase who you are as a personality.
But Josh, won’t this turn someone away?
With any luck, it will turn away people who aren’t worth your time, and who you really wouldn’t want to work with anyway.
Instead of just tweeting about it, why not show off your personality with branded photos, custom videos on your website, and even some copywriting flair to go with it.
My brand is selling the lifestyle of luxury, what’s your brand selling? If you said houses, you may want to rethink that, because every agent is selling houses. Providing an experience and branding it on your website are the keys to differentiating yourself.
Answering that question could be the difference between tens of thousands of dollars and added sales in 2018.
Marketing in 2018 and Beyond
2018, in reality, isn’t any different than the last few years, in the sense that agents are still going to face some changes. Being able to adapt and adjust is crucial to being a top-performing agent. If you can’t pace yourself, you may get left behind this year. By being able to keep up with the times it means that you are going to be able to market yourself in a way that gets the respect and attention of your audience.